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Starcom MediaVest Group

Touchstorm

DeVries Global

SUMMARY

This is the story of how Pantene dug deep into its brand DNA to connect with Millennial women. We identified a synergy between their strength and Pantenes equity in hair strength. And found we could further the conversation on female strength by helping her realize the little, every day things she does to undermine it, like over-apologizing. Pantene exposed this through a film, Sorry, Not Sorry. Which created the incredible impact, buzz and positive perceptions among Millennial women creating momentum for the brand.